As energy efficiency targets continue to rise, utilities are turning to behavioral approaches to meet energy efficiency goals. Going beyond the traditional, technology based, approach utilities are involving their customers in energy conservation with personalized energy use information, smart grid technology, rebate programs and incentives.
When discussing customer involvement in energy conservation, the industry quickly turns to “behavioral approaches” or a discussion on motivation, persuasion and commitment to drive energy efficient behaviors. At Energy Resources we advocate for an educational approach to consumer involvement. Education leads to behavior change, without education energy consumers are purely reacting to a cost, inconvenience, comparison or an incentive. These reactions will not lead to long-term energy efficiency behavior without education. Education is necessary for sustained, long-term energy efficiency behavior change. Utilities must look at their customer engagement strategies for more than behavior strategies, how effectively are you educating your customers?
Customers are looking for programs and resources to help them save energy and money, while reducing their environmental footprint. The challenge is combining the needs of the utility and energy customers in a beneficial and cost-effective strategy that leads to energy efficiency action.
The benefits of behavioral approaches outlined in a recent Intelligent Utility post by Jamie Wimberly, “Behavioral approaches to energy conservation pay off: Cost-effective, quantifiable results with residential customers” can also be applied to an educational approach to energy efficiency.
“Our interviews with utility managers also point to specific benefits to behavior approaches. They are:
- Cost effective in the first year
- Easy to quantify
- Able to scale quickly
- Useful in meeting regulatory requirements
- Conducive to customer satisfaction”
Consumer education programs including education and outreach programs, school programs, energy efficiency workshops and event marketing bring educational energy efficiency resources and solutions to your customers, when and where it is convenient for them, driving program participation and behavior change. Education programs incorporate your energy efficiency messaging and brand, while informing your customers of the energy efficiency resources, solutions and programs you offer.
Informed and engaged customers are your greatest asset and your greatest ambassadors for energy efficiency. These customers share their knowledge and experience with members of their household, family and friends encouraging additional energy efficiency action. Utilities must educate and engage their customers in energy efficiency for sustainable, long-term behavior change.
Looking for results-driven consumer education programs and energy efficiency education strategies that motivate behavior change? Energy Resources can help.
Read more from the Intelligent Utility article by Jamie Wimberly, “Behavioral approaches to energy conservation pay off: Cost-effective results with residential customers”
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